Tea is the most consumed prepared beverage in the world. Half the world drinks tea daily but for Tea Journey magazine the challenge is identifying the small percentage of a global audience of three billion who prefer authentic, single-origin, and artisanal teas. Leaky Paywall helps Tea Journey identify and reach niche prospects in more than 100 countries.
Tea Journey is a content-driven publication. Transaction data available through Leaky Paywall enables editors and circulation staff to see which articles lead readers to subscribe. Our team reasoned that Health & Wellness articles would be popular given the widespread interest generated during the pandemic, but Leaky Paywall provides us with valuable insights beyond page views tracked in Jet Pack. Tracking the transaction history lets us precisely identify which Health & Wellness articles lead potential subscribes to signup.
Tea Journey’s circulation strategy is based on the theory of 1,000 “fans” advanced by WIRED’s Kevin Kelly who states that all an artist needs is 1,000 true fans to maintain a fruitful, if unspectacular, career. Tea Journey uses Leaky Paywall to empower influential super fans in several countries (usually directing tea associations) to incentivize their members to join by issuing Tea Journey discount coupons that provide unlimited access to the content at no cost for one year.
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